For over a year, Hill Holliday and Liberty Mutual have been working on a mutli-pronged integrated campaign we call The Responsibilty Project. It’s an outgrowth of our TV campaign. With its message of personal responsibility and doing the right thing, it hit a nerve like few things we’ve ever been involved with. So much so that we decided to blow the idea out in ways that would allow us to build on the momentum. That meant taking the brand into new, but we think amazingly exciting, territory.
Today, the project was officially kicked off with this story in the New York Times, the highlight of which is the announcement of a collaborative deal between Liberty and NBC that will result in a 2-hour feature film, a pilot for a possible series, scheduled to air this Fall. “Kings”, developed in collaboration with Hill Holliday and Liberty Mutual, will star Ian McShane (HBO’s “Deadwood”) and Christopher Egan. “Six Feet Under” scribe, Michael Green, penned the screenplay. A second movie is planned for early 2009. “The 30-second spot is still very relevant, very valuable,” said Ben Silverman, co-chairman at the NBC Entertainment and Universal Media Studios divisions of NBC Universal, “but this deal with Liberty Mutual is the centerpiece of the kind of deals we want to make going forward.”
Besides the NBC films, the project also will feature a series of short films, many from top name directors. The films will launch on a dedicated website, ResponsibilityProject.com, that also features a blog, special resources for parents and teachers, and a wide range of other content.
Very, very cool. Congrats to the team. (Hope you’re getting some development money from NBC.)
nice job guys, will be very interested to see how this goes. and, agreed with bob- hope you guys are seeing the rewards from your expanded efforts
[...] Mutual (the insurance firm who commissioned the work) are now spending their marketing dollars on producing themed art, rather than usual commercials. It’s certainly the kind of work I’d love to be doing [...]
So, is it responsible or irresponsible to purchase insurance?
Insurance is a system of off-loading your mistakes onto others, so you benefit and they suffer. Of course, some would claim that it is a system of ‘taking turns,’ whoever is in need gets helped, although the inability to have everyone insured, or insured equally (healthcare for example) would seem to violate that claim.
The insurance companies overcharge subscribers, and then write checks to themselves and foundations, etc., who make movies, etc., that the subscribers paid for.
Insurance is a legalized ponzi scheme. It would be ‘responsible’ to include that in the movie.
peace,
steve